Campaign Goals

See also: Google Analytic Goal Funnel

Establishing Campaign Goals

This is a vision of what is to come with the Google Analytics print tracking recipe we’ll show you.

We have conclusively tested this effective method of tracking your direct mail. Additionally we used a call tracked phone number to measure phone responses. We sent out a total of 4 million printed mail pieces over 30 days. Unfortunately I cannot reveal our client so I have made a couple fictious print examples. The phone numbers and domain names are made up for the purpose of illustrating how this campaign worked. It was one of the coolest campaigns to analyze because there were unintended (unpredictable) outcomes.

Items Tracked

  • In store visits (bar code to data base)
  • Print (GA)
  • Phone Calls (GA)

Mailer Example

Note the domain name on the printed piece

Direct Mail and Phone Call Tracking Results

  • Increase Product Sales

Goal 1- Increase Sales

How Does Google Analytics Help?

We are able to track the purchases made by each marketing channel. The phone calls made

Measurement Effectiveness 100%

PDF reports focused on key performance indicators are emailed to clients on a regular basis.

Generate Leads

Goal 2- Lead Generation

How Does Google Analytics Help?

Goals are top of the food chain for successful web analytics.

If you are interested in conversion (when people take desired actions) you’ll want to configure goals.

Analyze

  • Goal conversions
  • Goal Performance
  • Goal Conversion Rate
  • Total Goal Value

Lead Funnel Visualization

Measurement Effectiveness 100%

PDF reports focused on key performance indicators are emailed to clients on a regular basis.

Goal Summary

List of Client Goal Summary Here

This is important because we can measure goals with Analytics software:

Client Goal Summary

After we have run through the checklist of goals we must summarize the client goals. It is important that we take this step so that we can remain focused on what is most important to the client. From this point forward, client goals will be the main focus of tracking and reporting. When analysis is performed examining how well each visitor is making it to the finished goal will allow for affective and actionable insights that clearly impact the bottom line.

Increase Product Sales

This website does not sell products. Products are carried in store. Website incentives for stroe discounts can be downloaded. They are barcoded and automatically entered into your data base so they can be accredited to the correct source

Generate Leads

The purpose of this website is to generate leads. To accomplish this, a quick contact form is placed on every web page. The placement of the sleep formed will be placed in the top fold on the left hand side. Based on statistics this is the most viewed portion of a computer monitor.

In Store Visits

This web site will also guide in delivering visitors to each store by downloading coupons from the website.

Generate Awareness

We would also like to build brand awareness which will be measured by visitors accessing the web site. We will look at how many pages visitors view, how deep they call within the site and length of time on site.

Build Qualified Database

All leads that are gathered in the first step will also be automatically entered into the CRM system. These entries will also be put in queue for automated follow-up sequences. The automated follow-up sequences will promote the message of quality in store products.

Customer Loyalty Follow up

The website analytics software used to track visitors to this web site are cookie based. This means when visitors enter the website t he system will recognize them as a repeat visitor, allowing us to measure loyal web site visitors.

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